Services: Packaging + Brand Identity
I spearheaded the branding and packaging design for Based Foods, a Seattle-based company specializing in vegan breakfast sandwiches for cafes, bars, and restaurants.
Our goal was to create a bold yet friendly identity. Drawing inspiration from packaging styles of the 1970s and 1980s, we crafted a logo that struck the right balance.
For the labels, I designed a range of distinct characters for each food item, showcasing vibrant and playful colours, quirky design elements, and unconventional typography. This project aimed to infuse a sense of fun and warmth into sandwich labels, targeting a younger audience and setting them apart from the standard pre-packaged options. Given the prevalent minimalist trends in the current market, especially in plant-based products in the Pacific Northwest, I aimed to offer a refreshing departure both in the labels themselves and in the accompanying photography, which I collaborated on with Rolando Robles of Proverbial Media.
Based Foods aims to deliver a fast, convenient, and vegan take on commuters' favorites: breakfast sandwiches. With this in mind, the logo was crafted to evoke the bold, nostalgic feel of old gas stations and retro signage. This design choice sets Based Foods apart in the current vegan market, where minimalist and earthy aesthetics often dominate, offering a memorable and distinctly different visual identity.
